For cross-border e-commerce sellers, traffic is sales, whether it is settled “ Amazon ” Such as e-commerce platform, or self-built “ Independent station ” Search engine or social software promotion, keyword selection is the top priority, then, as a cross-border e-commerce seller, how should we do long-tail keyword optimization?
Then EZEJ Technology is “ Amazon ” Platform and Google search engine as an example, for everyone to answer a simple, cross-border e-commerce long tail keywords should be how to optimize this problem.
First, for the search engine “ Google ” SEO optimization
1, precise positioning of user needs
In the marketing of independent stations, keyword strategy is a key step to improve the traffic of independent stations, small partners need to choose precise keywords, not only to pay attention to the product name, but also to combine the search habits of consumers, to find long-tail keywords with purchase intentions. For example, compared with “ Sports shoes ” Such broad keywords, “ Comfortable shock-absorbing sneakers ” Such long-tail keywords are easier to help stand out in search results independently.
So how do you find these keywords? EZEJ Technology recommends that you be good at using free tools like Google Keyword Planner and Google Trends, which can help sellers identify popular search terms during the peak season. In addition, using the keyword layout of competitors also helps to find effective keywords.
2, Optimize the title and meta description
Titles and meta descriptions in Google search results directly affect user click behavior. In the page design, independent site home page or product page, we must do a good job of title and description optimization, which contains “ Content ” Must do “ Attractive and relevant ” .
For specific practices, please refer to the following rules: The title should contain the core keywords, while maintaining a concise, attractive discourse. More meta descriptions can be added to highlight the advantages of the store or product, such as guiding content such as discounts or activity information, to attract users to click on the page, and give each other the information they want in the page, and in this information, guide users to buy.
3, high quality content
In Google's algorithm, high-quality content has always been the focus of improving the ranking of websites. For search engines, comprehensive and rich content derived from core keywords is high-quality content, which begins with “ Text ” As the main body, pictures and videos as auxiliary, in order to achieve the dual purpose of attracting search engines and users.
The specific approach can be: sellers can create relevant content around festivals, specific products or common questions of users, such as shopping guides, holiday gift recommendations, product reviews, etc. Through original, practical content, not only can increase the user's stay time, but also improve the trust of search engines.
tips: Major holidays or specific promotional moments, prepare the article in advance, can help sellers better maintain the frequency of publication.
4, picture optimization
In addition to ensuring that the image is clear and fast to load, sellers can also add appropriate ALT tags to the image, such as “ Comfortable Thanksgiving sneakers ” This allows Google to better identify picture content, increase search opportunities, for search engines, whether it is pictures, or videos, it can not identify the information contained in it, so we need to use text, such as the ALT tag of the picture, or the title and description of the video to help each other understand the main content of these pictures and videos, so as to help each other judge, The content is not user “ Want ” If the content is judged to be highly relevant content, it will greatly enhance the weight of relevant keywords, so as to be better displayed in front of users, that is, more advanced search rankings.
5, internal chain layout
Internal chain layout is one of the basic strategies of Google SEO, by setting the appropriate internal links, not only can let users easily find the relevant content, but also guide users to learn more about products and content. Especially in the peak season sales page, the reasonable addition of links can extend the user's stay time in the independent station, improve the depth of page access, and increase the weight of the website.
The specific practice can be: linking to relevant product recommendations, holiday special pages or shopping guides on the product page can not only help users quickly find more products, but also effectively guide users to make second purchases.
6, external chain strategy
External chain is an effective means to improve Google SEO effect, high-quality external chain can bring weight to independent stations, increase search ranking. Cross-border sellers in the peak season, you can contact some bloggers in the industry, through product evaluations, holiday gift recommendations and other articles to drive the addition of external chains.
This way, not only can increase the credibility of the independent station, but also can bring a part of the direct arrival, for the peak season sales. The importance of Google external chain is quite high, a good high-quality external chain, often your high-quality content, more let the other party. Trust ” After all, your high-quality content, only after the user's approval, will be recognized by the other party. High quality ” While the high-quality external chain is already in the other's high-quality “ Whitelist” Naturally, higher trust and ranking will be given.
Thus we can also know that the principle of choosing a high-quality external chain is that the other party is subject to Google's “ Degree of trust ” The other is with the core keywords, that is, the degree of correlation of the industry, the more relevant the blog blogger, not only will directly bring you a high degree of demand fit direct users (each other will directly click on your goods or online shop through the external chain), but also will enhance your online shop or product page in the core keywords on the weight.
7. Use structured data
Structured data is a good tool for Google to better identify website information, by adding structured data markers for products, you can make product price, rating, inventory and other information, directly appear in Google search results, which can not only improve the display of search results, but also increase the click-through rate. Is a good information display tool, it is recommended that small partners can carefully study, especially for competitors related research, may be helpful to your online shop.
After talking about the independent station for search engine optimization, I believe that many small partners have seen, in fact, no matter which part of the optimization, essentially is in keyword optimization, and this optimization is not only a simple stack of keywords, but in a keyword chain network formation, at the same time, taking into account the balance between search engines and user experience, after all, For search engines, no matter how optimized your content is “ Be friendly ” In essence, it still needs your content to help users, if you can not express it well in the user experience, then even if it is “ Be friendly ” The keyword ranking given by search engines will not be too good, and small partners must avoid it.
Next, EZEJ Technology will explain to you how to optimize keywords, especially long-tail words, on cross-border e-commerce platforms.
Second, for the e-commerce platform “ Amazon ” Optimization of long tail words
1. Avoid big words with fierce competition and cut into the market through long tail words with small competition and accurate traffic and sales.
Compared with the optimized content of independent stations, the optimization of e-commerce platforms is obviously much simpler, the most important of which is the optimization of keywords, mainly in the title and content, and as an Amazon seller, set competitive keywords in the title, and carry out the corresponding keyword promotion, you may have faced the dilemma of large traffic and fierce competition.
Especially in the popular categories, the huge competitive pressure often makes it difficult for new sellers to stand out, although the traffic is large, but sales have not increased, and are often overwhelmed by big sellers. In this case, we must understand that for these competitive big words, it is not a good thing to rush into competition. Wise ” If you want to avoid these big words and want to have enough sales, you must do a good job in the optimization of long-tail keywords, and cut into the market of this category through small competition, with accurate traffic and sales of long-tail words, which will be more efficient and results.
2, how to find small competition, accurate traffic and sales of treasure long tail keywords?
Regarding the choice of keywords, our friends' first target must be the most popular keywords, such as “ Yoga mat ” , “ Outdoor mat ” This kind of high-traffic keyword, because of the large traffic, is often considered to bring better sales. But this is obviously not the case, as mentioned above, the more popular, high-traffic keywords, the more competitive, before we do not have enough advantages, enter the only “ Zero chance of winning ” Therefore, we must do the competition is relatively small long tail words, then how to accurately select the traffic and sales “ Treasure ” What about long-tail keywords?
Long tail keywords: Treasure of accurate traffic Long tail keywords are search phrases consisting of three or more words, although the search volume of these keywords is relatively small, their accuracy is very high. With long-tail keywords, buyers' search intentions are often more clear and can help sellers target specific target groups. This means that although the traffic is less than the big words, the conversion rate is higher because the traffic is more targeted and often able to meet the specific needs of users.
with “ Yoga mat ” With this big word as an example, you can further dig out many subdivided long-tail keywords. For example, search “ thick yoga mat” (Thick yoga mat), “ yoga mat for men” (men's yoga mat), “ yoga mat bag” (yoga bag) and other long tail words, these keywords accurately point to the specific needs of consumers. These long-tail markets can not only effectively reduce competition with other sellers, but through small and refined traffic, you are easier to break through in these segments.
3, how to screen market segments based on big words or long tail keywords?
First, you need to use keyword tools (such as Sellersprite, etc.) to find the big words related to your product, and further by setting filters to pinpoint the search phrases to long-tail keywords containing at least three words. With “ yoga mat” For example, you can set the minimum number of words for your keyword to 3, which will give you something like “ thick yoga mat” , “ yoga mat for men” These are long tail words with high conversion potential. With these precise keywords, you can quickly reach more niche markets, reducing competition and increasing conversion rates.
It is not difficult to find market segments through big words, the problem is how to effectively use the advantages of long tail keywords. The market traffic of long-tail keywords is relatively small, but its conversion rate is usually high. Because these buyers already have a clear need when they search, they are more likely to make a purchase decision in a short period of time. This is a golden opportunity for small and medium-sized sellers to break through the competition.
For example, when you use “ yoga mat” When choosing such a big word, you may find that the competition for this word is extremely fierce, and it is difficult to get a high ranking and enough exposure. But by refining to “ thick yoga mat” Or “ yoga mat for men” With this more specific long tail word, there is less competition and the customer base becomes more precise. Although the traffic is smaller, the traffic brought will be more intended to buy, thus increasing your conversion rate.
EZEJ Technology Reminder: The screening of long tail words and market segments is mainly aimed at the specific operation of small and medium-sized sellers, which is not applicable to some big sellers who have absolute advantages in the industry, so once small and medium-sized sellers begin to transform into big sellers, it is necessary to adjust their keyword strategy in time to find a larger traffic pool and create a higher GMV.
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From the small and medium-sized partners in this article, it is not difficult to see that whether it is operating independent stations or keyword optimization in cross-border e-commerce platforms, the content that needs to be done is actually much the same, the difference is that the object of your optimization is “ Who ” ? Is a search engine for all websites “ Google ” Or only for their own platform online shop “ Amazon ” ? And no matter which one, understand each other's intentions, preferences, and do a good job on each other “ Be friendly ” The website or shop, is our first step to open SEO optimization, and this step, is the beginning, but also the key, yes, is the keyword of this “ Key ” At the same time, it is also the beginning of their trust in our website or online shop, so doing keyword optimization will be the top priority of our online shop or website operation, must not ignore the role of keywords.
